The world of web marketing is undergoing a number of major and rapid changes. The legal profession is moving away from the arena of "push" based marketing and towards a more personalized form.

Unfortunately, as it pertains to multi-device, it is apparent that with omni-channel marketing consumers are slightly ahead of law firm web marketers.

What is Omni-Channel Marketing?

Omni-channel marketing refers to a significant shift where marketers are now required to provide consumers with an experience that is seamless no matter the device or channel. Consumers are now able to engage with a company via social media, a catalog, a mobile application, a website or a physical location.

Legal services can be accessed by either calling or the utilization of a web enabled device. Each component of the customer experience is to be complementary and consistent. Moreover, omni-channel marketing is the viewing of the experience through the eyes of the consumer while orchestrating across all channels seamlessly.

In the most basic sense, omni-channel is multi-channel done right. This is a form that is able to anticipate that may move to other channels as they progress to a resolution. The integration must be consistent and solely for the functional benefit of the consumer.

The following are recommendations for law firm web marketers that are seeking to implement a perspective omni-channel marketing:

Place Yourself in your Client's Shoes

It is important to review regularly your customer's experience in regards to product connection, purchasing and research. From there, you will need to test the experience by placing orders, submitting support cases, interacting with the available channels and more. If plausible, this testing should been done by testers that are both internal and external. This will allow you to thoroughly determine the answers to the following questions:

Did everyone have an experience that was pleasant?

Are any unnecessary barriers present?

Measure Everything

Due to the fact that data is everywhere, therefore making it possible to measure success in terms of the response of actual people over time. This data measurement will allow marketers to customize offers and messages in an appropriate manner according to the channel.

Segment your Audience Accordingly

You will need to gain an understanding as to what data points will be helpful and you will need to segment your audience accordingly. The use of marketing automation will allow you to capture the information needed so that you will be able to create rich profiles regarding your customers and their journeys. It will be this information that will be translated into consumer use cases that will build your buyer personas.

Develop Content that is Able to Address Behaviors and Use Cases

The use of messaging and content is a key factor here. Should a consumer engage previously with the company, you will want to consider that behavior in your marketing strategy. Even when a customer simply places an item into their cart and leaves it unpurchased, this behavior will help you to better market to the target demographic.

Don't Limit to Marketing

Listen to your customer service efforts, outreach teams, and the support team so that their data can be considered as well. The collaboration of this data will further allow for seamless integration and a truly omni-channel form of marketing.

On Preferred Channels & Devices, Listen and Respond

Given that more and more people are using multiple devices during the process of a single transaction; ensure that you will be able to respond and listen to the interactions.